One-in-five shoppers will abandon purchase over unexpected fees
Hidden fees and tariffs are eroding branding loyalty.
That’s according to new consumer data from global commerce platform VTEX, which found that 82% of Amercians say clear pricing and no hidden fees are essential to reducing stress and improving the shopping experience as they grapple with with ongoing economic uncertainty and rising costs from tariffs and added fees.
The findings also show that more than one-in-three consumers say they feel frustrated when encountering unexpected fees, and 20% immediately abandon their cart at checkout.
In the survey, 73% of respondents reported switching brands or buying less due to higher prices, and 26% cited emotional stress and anxiety around spending as key drivers for pivoting from their preferred brand.
The findings expose a widening credibility gap, as brands increasingly pass tariff costs onto consumers through vague or last-minute fees, according VTEX. It also could risk the potential of tariffs and inflation-related fees becoming a catch-all for hidden charges, fueling further disconnect between what shoppers expect and what brands deliver.
"We’re at a critical juncture for retail,” said Mariano Gomide de Faria, founder and co-CEO of VTEX. “Tariffs and supply-side pressures are no longer looming threats, they’re the new normal. The brands that obscure those costs or spring them on customers at checkout are eroding trust. In this environment, agility, visibility, and transparency are non-negotiable. Retailers need to build experiences that feel like clarity and control is in the customer’s hands.”
Tariffs and supply chain volatility aren’t going away, but how brands respond is within their control, noted VTEX. To earn and retain customer trust, VTEX said brands should:
- Reinvest in pricing clarity across digital and in-store experiences;
- Design cart and checkout flows that prioritize visibility and transparency;
- Leverage a unified commerce infrastructure to centralize inventory, fulfillment, and promotions; and
- Label tariffs and fees proactively to build trust, not resentment.
The online survey was commissioned by VTEX and fielded by Dynata, a global market research firm, from April 2025. The survey leverages a consumer mix of 1,000 adult panelists in the United States.
